The Festival Theatre has brought Hot Tin Roof in to develop an online PR campaign for cult classic Quadrophenia. This is the first major project announcement for Hot Tin Wire, the agency’s online division, since its launch last month and flags its position at the cutting edge of online PR in Scotland.
Pete Townshend’s legendary rock opera Quadrophenia, brought to the stage for the first time, appears at the Festival Theatre, Edinburgh from Tuesday 26 to Saturday 30 May as part of a UK tour.
The campaign will engage with influential sites, bloggers and communities as well as harnessing the power of social media platforms and online press release distribution to spread the story and its key messages.
Sarah Lee, Hot Tin Roof MD explains: “Online PR is still so new – it is in a constant state of flux with new opportunities opening up all the time. The PR industry has been talking about online for a long time but it is only in the last few months that demand has been there from clients and it is this change that that is really driving online PR forward.”
Set in London and Brighton at the height of the Mod era, Quadrophenia is told through the eyes of Jimmy, a hedonistic style conscious teenager searching for a place to belong and a girl to love. Misunderstood by his parents and stuck in a dead end job, he sets off on a trip to Brighton that will change his life forever.
Ruth Findlay, Press and PR Manager Festival City Theatres Trust comments: “We are delighted to be working with Hot Tin Roof. Online PR is a new area for us and we believe the internet will be key to targeting niche audiences for Quadrophenia as well as new audiences who can discover the story for the first time.”
This news was also featured in The Drum at the following link (Registration Required): http://thedrum.co.uk/news/2009/04/29/10210-hot-tin-roof-to-promote-quadrophenia-at-the-festival-theatre